The Customer Journey and the Role of the Coach

(1)

Creating a sporting habit for life

The ‘Customer Journey’ and the Role of the Coach

Naomi Shearon – Sport England

Michael Hopkinson – Sports Coach UK

(2)

Creating a sporting habit for life

In this session:

1. Understanding how people engage with sport

o What do we know about people’s journey through sport and exercise over time?

2. The role of the coach

o When, where, and how is coaching needed to encourage people at different points along their customer journey?

3. How to use insight to create customer journeys

o Turning insight into a customer journey for target audiences

o Identifying key moments to help people stay active

(3)

How people engage with sport

(4)

Firstly… Your biography

• Use the template to create your personal timeline from 14 to now

• Add any milestones and significant changes in your life (capture whatever you’re comfortable with!)

– Emotional

– Employment /finances – Place / home

– Education / training / learning – Travel

4

(5)

5 Your sport and exercise biography

• Now use your template to think about how sport and physical activity fits in

• Add any times you started or stopped any sport activity

• Think about whether your participation increased or decreased

NOW...

• With the person next to you - discuss how your needs around sport may have changed over time

• Did your personal lifestyle influence your sport needs?

• How well did sport meet your needs at those times?

(6)

Individual sporting biographies are more complex than a single sporting habit for life

6

(7)

Pre-contemplation

Contemplation

Preparation

Action

Maintenance

RELAPSE

SOURCE: Prochaska and Diclemente Transtheoretical Model of Behaviour Change

‘I’d rather go out

with mates thanks’ ‘I’ve been

thinking about maybe joining a gym but they’re so expensive!’

‘I’ve finally signed up to a local gym’

‘Trying to go to the gym once a week but doesn’t always go to plan!’

‘Having to work on a Sat morning – this is the first time I’ve missed my class in years!’

Changes and breaks in activity are normal 36

Changes and breaks in activity are normal

(8)

The role of the coach

(9)

Some sports are

thinking about what this means for their players

E.g. ‘The Golf

Journey’

(10)

How coaches contribute to satisfaction

Creating a sporting habit for life10

(11)

Overcoming barriers to participation

(12)

What we are learning…

(13)

How to plot a customer journey

Naomi Shearon – Sport England

(14)

How do we know what an audience needs

from their ‘journey?’

(15)

EXERCISE: Using insight to plot a customer

journey

(16)

PROFILE 1

Demographics

Age 15 Life Stage

Secondary School Location

Preston Working Status

Student Purpose: Social experience

Lifestyle, priorities,

general attitude to sport

& exercise

Sam has just started his final year at secondary school and balances his studies with a paper round and being in the adventure scouts.

Sam used to like playing loads of sport and was in a football team but it all got a bit competitive and his mates left the team so he left as well.

He spends his time with a tight group of mates, usually playing Fifa or Call of Duty on the Xbox. Adults don’t get it, but it is just how they like to hang out with each other.

Now and then Sam and his mate will have a kick about, but he would sooner have more of an adrenaline rush, something a bit more ‘adult’

like extreme sports.

Barriers/judgements to sport & exercise

• I don’t want competition - sporty people take themselves way too seriously

• I like doing stuff with my mates, and probably wouldn’t try something new without them

• I love playing Xbox, the sport at school is so boring but the EA games I play online are cool

• I might have a go at an activity which gave me an adrenaline rush or buzz

SAM

(17)

PROFILE 2

Demographics

Age 38 Life Stage

Mum (to a 17 yr. old) Location

London (Urban) Working Status Working full time

Purpose: To feel healthier and look good

Lifestyle, priorities,

general attitude to sport

& exercise

Dina has taken on more responsibility at work recently, which takes up a lot of time and energy. She tries to take the stairs or walk up the escalators during her busy day just to fit something activity in.

Dina feels that exercise is great for being able to fit into clothes (although she feels that dieting makes more of a difference) and to help you feel healthy. The most negative thing about exercise for Dina is getting sweaty. She thinks maybe this is vanity, but she doesn’t feel very attractive. It has prevented her from getting the most out of exercise before, because she tries to avoid getting to the point of sweaty.

Not feeling comfortable using changing facilities exacerbates the problem as she waits until she gets home to shower and change.

Barriers/judgements to sport & exercise

• I don’t feel comfortable being sweaty

• I’m worried about showing my body/ changing in front of others

• I feel like time with family/friends should be more important than exercise

• I like to exercise with a friend, but that’s not always possible

• I don’t have a lot of spare time, and I’d need to be quite flexible about when I do something

DINA

(18)

PROFILE 3

Demographics

Age

29 Life Stage Mum (to a 2 yr. old) Location

Birmingham Working Status Working part-time

Purpose: To complete a challenge Lifestyle, priorities,

general attitude to sport

& exercise

Alice has a young child of 2 years, and returned to work part-time as a secretary in the local primary school a year ago.

Alice feels that life is a bit more under control now her daughter sleeps through the night and is settled at nursery. The time feels right to do something for herself. She has signed up to do a 10k run with some other staff from the school.

Alice’s husband works shifts and his patterns changes from week to week so she needs a flexible opportunity to help her get to the finish line in one piece!!

Alice is deaf and communicate with her two year old daughter though signing.